As Audacy Hot AC “Star 102.5” WTSS Buffalo signed off at 10:00am today with local favorite Goo Goo Dolls “Iris”, Townsquare Media AC “96.1 The Breeze” WMSX Buffalo immediately relaunched as “Star 96.1“.
Introduced by morning host Dave Fields who purported that the “Star” brand was simply moving from 102.5, the new brand on WMSX launched with Justin Timberlake’s “Can’t Stop The Feeling”, Journey “Don’t Stop Believin'”, and Usher “DJ Got Us Fallin’ In Love” . Fields promoted that the new Star will play “The 90s to Now” and be Buffalo’s home for Christmas music filling the niche held by WTSS.
Fields will remain in mornings at WMSX. Townsquare trackers Jess Rowe and Jen Austin will hold middays and afternoons respectively. Premiere Networks’ Delilah remains in nights.
WMSX ranked thirteenth in the Buffalo market with a 2.9 share in the April 2023 Nielsen Audio ratings. WTSS, which is now simulcasting sister CHR “Kiss 98.5” WKSE ahead of the sale to Educational Media Foundation in order to move the audience there, was eighth with a 4.4 share. WKSE was ninth with a 4.2 share.
The likelihood of this change was first reported in our 5/19 Domain Insight report.
